When doing a link building strategy – or any other type of SEO-related strategy, for that matter – you might find the sheer amount of data that we have available to us at a relatively low cost, quite staggering. However, that can sometimes create a problem in itself; selecting the best data to use, and then using it in such a way that makes it useful and actionable, can be a lot more difficult. Creating a link building strategy and getting it right is essential – links are within the top two ranking signals for Google. This may seem obvious, but to ensure you are building a link strategy that is going to benefit from this major ranking signal and be used on an ongoing basis, you need to do more than just provide metrics on your competitors. You should be providing opportunities for link building and PR that will guide you on the sites you need to acquire to provide the most benefit. To us at Zazzle Media, the best way to do this is by performing a large-scale … [Read more...] about Imitating search algorithms for a successful link building strategy
Slip for wedding dress
We talk a lot about content, but we don’t talk enough about the customers who consume our content. But that’s exactly what Wil Reynolds did for the 25 minutes he was on stage at SMX West last week. And truth be told, I could’ve sat there and listed to him for another 25. How many times have you thought about the people behind the keywords? Or the people behind the algorithm changes? There’s a big disparity in what we spend most of our time thinking about and what we really should be thinking about. So, in order to become a better marketer, Reynolds challenged himself to think about marketing without using the internet. News flash here, folks: Before Google existed, people still did marketing. Reynolds read two books written by Claude Hopkins — “Scientific Advertising” and “My Life in Advertising” — in order to become a better marketer and, by extension, a better search marketer. Understanding how and why people make purchasing … [Read more...] about Content, your brand and the battle for customers
You can get more than just links from social media. You can also get really great content. And one of the best places to find free content is on Flickr. There are tons of ways to use Flickr. If you can take a great photo, you can use Flickr to build inbound links and get your photos showing up in places like Consumerist and Epicenter. You can use Flickr’s comment area to build links that drive traffic and exposure. However, one of my favorite ways to use the site is to follow a link AND content development strategy. And that’s what this article is about helping you learn to do. I’ll start out by saying that full credit for this method goes to Rae Hoffman who passed it down to me while we were brainstorming ideas for Outspoken Media. She also agreed to let me use TheBinocularSite.com, a site she owns with MFE Interactive, as our case study. Case study: The binocular site The Binocular Site prides itself on being an independent guide for all things binoculars. There are … [Read more...] about Getting Links AND Content From Flickr
With so many business structure possibilities, it can be particularly complicated to consolidate content across departments, especially if it’s created in isolation. Internal structure can therefore dictate content efficiency, and decentralized structures can, in turn, spawn duplicate, overlapping or conflicting content. What is cannibalization? Cannibalization is a term coined by the digital community to refer to internal content duplication and its effect on market search performance. What do we mean by content? Anything that’s crawled and indexed by search engines: landing pages, blogs, rich media, PDFs and so on. While it’s impossible not to have some crossover in search theming, displaying largely similar content across your digital real estate can have a detrimental effect on your market share and bottom line. As each piece of internal content fights to be seen for the same search query, overall visibility is impacted, and any domains affected see an overall … [Read more...] about Can company structure spawn cannibalization? Most definitely.
TGIF everyone! Although this week seems to be all about the royal wedding that’s happening tomorrow, there were some interesting campaigns we didn’t want to keep from you. KFC designed a celebratory bucket for the royal wedding With the royal wedding just around the corner, many details of Meghan’s and Harry’s relationship has come to the surface, such as how they met, at which places they have dated… and one important detail in particular: how Harry proposed when the couple were preparing a roast chicken. A KFC spokesperson stated: “When we discovered Prince Harry proposed over a roast chicken, we simply had to show our support for the big occasion.” If you fancy one of the golden buckets, be quick – they’re only available on first come first serve basis. Image source GoCompare launches tool that shows what’s happened since we were born on planet earth GoCompare launched an interactive tool based on statistics from the NHS, … [Read more...] about KFC’s golden bucket, WWF’s Insect Concerto and GoCompare’s best commuter cities: PR roundup